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PERCEPTION MEETS PRACTICALITY: HOW BRAND IMAGE SHAPES SMARTPHONE CHOICES IN REGIONAL INDIA
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Author(s):
PRAKHYAT KUMAR ROY
Vol - 16, Issue- 4 ,
Page(s) : 54 - 67
(2025 )
DOI : https://doi.org/10.32804/IRJMST
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Abstract
This study investigates the interplay between brand image and practical attributes in shaping smartphone purchasing decisions in regional India. Based on a survey of 328 respondents, the research analyzes age demographics, brand preferences
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